Employee communicators are always searching for new ways to make CEO employee video lively and interactive. That’s especially true for simulcasts broadcast across multiple locations. Look no further than Siemens Industry, Inc. which, in cooperation with its partner Oglivy & Mather, used a popular social media tool to introduce a creative twist to the traditional simulcast. Employees use cell phones to text comments, photos The idea: give employees the opportunity to use their cell phones to text in their comments and photos during a series of CEO lunchtime simulcasts broadcast across four time zones. The December 2010 events, shown to thousands of salaried and hourly employees at 50 U.S. locations, celebrated the organization’s one-year anniversary and tied-in to the company’s broader external ad campaign, “We make the answers that make America work.” Siemens Industry was created in 2009 as part of a global realignment of Siemens’ businesses. Today, Siemens Industry, a multi-billion dollar business, is the world’s number one supplier of manufacturing, transportation, building, and lighting systems. “The texting approach we used for the simulcasts was very similar to how you text a friend,” says Mindy Kantor, director of employee and leadership communications for Siemens Industry. “You type in a three-character code on your phone, followed by your message, and hit send.” Oglivy & Mather’s technology partner, Aerva, supported the activity. 'Bring your phone to the meeting'
The simulcasts were brief – about 25 minutes each. They were very informal and were all held on the same day. Unlike a typical webinar, the business didn’t want employees to sit at their desks and view it. Instead, employees were asked to head for the lunch room, conference room or auditorium to watch, listen and participate. “We wanted to create a feeling of togetherness,” says Kantor, “not only in each location but as a unified business. We know that engaged employees are more likely to contribute to our success and to support that goal we made these leadership communication events as inclusive as possible.” She adds: “Usually employees are asked to leave phones and laptops at their work station when they attend meetings like this,” notes Kantor. “But this time we encouraged them to ‘bring your phone!’” Siemens Industry CEO Daryl Dulaney sat at a lunchroom table surrounded by employees and reviewed key business and employee accomplishments for the prior 12 months. As he spoke – referencing index cards with his notes – employees texted comments, questions, photos, and shout-outs sent from their cell phones. Incoming texts were monitored and posted in a rolling scroll format onto the TV screen by the employee communications staff. CEO Dulaney stopped and referenced numerous texts during the simulcast. For example, a transportation business employee texted: “Mobility rocks.” Dulaney responded: “But do you really roll?” “That exchange generated laughter,” recalls Kantor, “and others like it added up to a unique way to say ‘hi’ to one another and get to know each other a little better.” Sites celebrated in creative ways Approximately 5,000 employees participated in the four simulcasts and enthusiasm ran high. Kantor and her employee communications team handled the corporate publicity for the simulcast series, teeing it up with senior and mid-level manager communication months in advance of the events. E-mails, and posters promoted it. But the local business teams, which included site communication champions, assumed the primary responsibility for generating employee participation. “Many people grabbed lunch and then watched,” reports Kantor. “Some locations provided lunch to employees in recognition of the anniversary, and in at least one business the senior leadership team served up the food.” Did the simulcasts produce any noticeable improvement in morale? Observes Kantor: “Recent pulse attitude survey results show positive movement throughout the organization in understanding the strategies of the company and being excited about being part of it.” The follow up: ‘Lunch Break’ interactive site Shortly after the simulcasts, the Siemens Industry employee communication team launched “Lunch Break,” an interactive site on the intranet that’s home to a leadership blog where employees can comment as well as participate in polls. “'Lunch Break' is the grassroots area of the intranet and has been created to keep the spirit of the recent simulcasts alive and growing,” says Kantor. Communicators plan to add day-in-the-life videos and brain teasers to the site sometime this year. What’s next? Kantor is currently planning for two simulcast activities a year and her team will continue to look at whether or not texting would be available for special mass announcements. Through the work done by Siemens Industry and others, we’re seeing employee communicators increasingly integrate social media tools for maximum impact, added value. MICROBLOG CAPTURES THE PULSE OF WHAT’S GOING ON AT LOCKHEED MARTIN BUSINESS
Custom-coding of SharePoint software Pulse was built by custom-coding SharePoint software. Each Pulse post, or beat, has a maximum of 200 characters versus 140 for Twitter. Acosta points out that “through Pulse, employees can express themselves on topics ranging from the business plan or recognition of a team accomplishment to sharing a good idea or noting employee involvement in a community event.” Many employees use Pulse to discover information that helps them work faster and more effectively, often connecting with co-workers in different parts of the world. For example, a U.S. employee trying to find a knowledge expert on a particular subject may post a query about it and get an answer from a co-worker in Asia or Europe. Posts are also searchable using SharePoint’s search function. “Speed wins in business today and Pulse helps accelerate our collective ability to learn and do,” reports Acosta. No anonymous posts There are no guidelines for Pulse. Acosta says they haven’t been needed. “Because the system knows who you are when you log onto the network, employee names are automatically displayed below each post,” she says. Also, Pulse falls under the banner of LM’s code of conduct which advises employees to ‘do what’s right’ in their communications and interactions while at work. Employee Communications monitors the posts but has only removed one of them since Pulse went live in July 2009. Senior leaders participate, too Senior leaders participate in Pulse and learn from it, too. Several times employee posts motivated management to act on a matter or implement a good idea. “As an example,” mentions Acosta, “an employee suggested we provide leadership profiles on the news website. That idea developed into an engaging series called Leaders Talk.” In just a short time, Pulse has become ingrained in the business culture and gained acceptance as a valuable tool for employee-to-employee communication. “We weren’t sure how Pulse would be accepted by the organization when we began, but it has found its own way and developed into a credible forum to share ideas, find information and connect with colleagues,” says Acosta. “It has proven to be beneficial for both employees and the company.”
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